Samsung Ads Behind The Screens: Thinking beyond fame with Susan Coghill

Tourism Australia CMO SXSW Sydney samsung ads

Plus: Telling “a more interesting and deeper story”

Advertising Week APAC saw flocks of media, agency and adverting industry folk make the trip to Sydney’s Luna Park earlier this month. Mediaweek was on the ground, covering the event alongside Samsung Ads, and speaking to some of the event’s major players.

Mediaweek spoke with Susan Coghill about what brought her to Advertising Week 2023.

“I am here to tell the story of our Come and Say G’day campaign, to tell the story about how we work with great talent to tell a deep, rich Australian story that helps us drive advocacy around the world,” Coghill said.

“I am going to help people understand how to get the most out of their talent strategies, how to work with famous talent, but also think beyond those famous faces. To think about other types of creative collaborators to tell a more interesting and deeper story.”


Last month, Mediaweek and Samsung Ads launched a video series called Behind the Screens.

The five-part short-form series presents interviews conducted by Mediaweek editor-in-chief James Manning.

Each episode features a key player in the TV sector who shares insights about the latest trends in the sector from changing viewing habits to advertising business models. The guests have been brought together to discuss challenges, opportunities and the transformation of the TV landscape.

Guests across the series feature executives from Nine, Seven, Foxtel Media, Paramount ANZ, the IAB, EssenceMedia and Samsung Ads.

Samsung Ads is Advanced TV advertising. Its smart TV advertising solutions are built on data from millions of Smart TVs in Australia.

You can watch and podcast Behind the Screens powered by Samsung Ads.

Episode one podcast
Episode one video

Episode two podcast
Episode two video

Episode three podcast
Episode three video

Episode four podcasts
Episode four video

Episode Five video
Episode five podcast

Top Image: Susan Coghill

To Top